Shame is internal, so when people shame others they are recognizing and alarming others about something the shamed also knows and agrees with, the result is the

Shame is internal, so when people shame others they are recognizing and alarming others about something the shamed also knows and agrees with, the result is the shamed stops the bad action and societal harmony is reestablished. But with journalism for clicks, shaming is used to "try" to shame people who obviously don't share their values, so it has the opposite effect. When a group of people who think wrong is right is attacking you, you don't feel shame, you just feel right in what you are doing and the two groups are more divided as a result.